e e e Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 P HASE 1: Getting Into a Marketing Mindset Chapter 1: Inside the Marketer's Head . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Chapter 2: What Smart Marketers Know . . . . . . . . . . . . . . . . . . . . . . . . 19 Chapter 3: Marketing by Principle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 P HASE 2: Stir the Pot Chapter 4: Putting Marketing in Motion . . . . . . . . . . . . . . . . . . . . . . . . . 61 Chapter 5: Stirring the Right Things . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 P HASE 3: Standing Out From the Crowd, the Clutter, and the Competition Chapter 6: How Do You Stand Out? . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 Chapter 7: Getting Your Image and Identity in Sync . . . . . . . . . . . . . . . . 89 Chapter 8: Who Are You Anyway? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97 Chapter 9: Time to Stand Out . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 Chapter 10: The Four Secrets to Standing Out . . . . . . . . . . . . . . . . . . . . 106